Research On Marketing Strategy Of A Pottery Company In The Internet Age

With the development of the internet technology and the rapid growth of the number of internet users,the Internet has become an indispensable part of people’s life.Whether information search,acquisition,sharing or product and service purchase can be accomplished quickly and conveniently on the Internet.At the same time,more and more enterprises in the traditional industry are starting to try to combine their technology or business with the internet.Nixing pottery,a traditional handicraft of Qinzhou,Guangxi Zhuang Autonomous Region,is known as one of the finest four potteries in China,which dates back to over 1300 years ago and has been through booms and declines in history.Economic growth,improvement of people’s living standard and the great importance attached on cultural relics by the nation have presented to the Nixing pottery industry new opportunities of development.A Pottery Company is a leading enterprise of the Nixing pottery industry in Qinzhou and it is now facing fierce competition with numerous alternative products.Like most peer enterprises,it is also facing marketing problems such as overdependence on conventional marketing channels,low market popularity,a lack of brand awareness,insufficient.communication,interaction and connection with customers.At present,most thesis on marketing strategy are based on the marketing theories of 4Ps(product,price,place and promotion)and 4Cs(consumer,cost,convenience and communication).This thesis aims at providing suggestions on the marketing strategy of Nixing pottery in the internet age according to the marketing theory of 4Rs(relevance,reaction,relation and reward).This thesis first briefs on the general background of the whole Nixing pottery industry and introduces the current business operation and existing problems of A Pottery Company from the aspects of product,price,promotion and channel,etc..Then the marketing environment of the company is analyzed with the PEST analysis and the Michael Porter Five Forces Model and the target market and the market positioning are then studied by means of STP analysis.Thereafter,suggestions are given on the application of internet technology or tools to construct marketing strategies for the company based on the marketing theory of 4Rs(relevance,reaction,relation and reward).Lastly,guarantee measures for the implementation of the marketing strategy are raised.This thesis provides A Pottery Company with theoretical basis for internet marketing operation.It is also expected to provide reference to other traditional handicraft practitioners and enterprises that are turning to internet marketing.